AI's entrance into the Super Bowl spotlight marks a significant shift from being a background tool to attempting to establish itself as a brand. With AI companies investing heavily in advertising, the challenge lies in conveying emotional resonance and identity, which has historically been a struggle for AI. Its capabilities are potent, yet the fundamental issue remains: AI does not truly understand human emotion; it only analyzes patterns, leaving a gap in authentic connection required in the advertising realm.
AI has never had to sell what the Super Bowl stage demands: emotion, identity, and connection. It's attempting to shift from a tool to a brand.
The core problem AI faces now is that it does not truly understand us—it only predicts us. AI's greatest trick is making us believe it feels something.
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